What is Nordstroms' marketing strategy

E-commerce is increasingly focusing on the shop-in-shop trend

Only recently did I present five examples of how brick-and-mortar retail is fighting against customer migration to the web. In addition, offline trading is expanding with an online channel (multi-channel) in order to swim with the e-commerce wave. That is why more and more online retailers are considering how they can be more present on site in order to get a direct line to customers. Some rent a show apartment for this, others rent entire flagship stores, others open pop-up stores or win stationary retailers as sales partners.

The online jeweler Blue Nile goes another way. He rented a room at the Nordstrom fashion department store. In the wedding fashion department there is now a display case stocked with the wedding ring range from Blue Nile. Next to the showcase is a salesperson who is happy to help customers try on or choose the right rings. However, they are not sold on site, only via the online shop. And of course, the seller also shows matching pieces on the Internet via iPad, if there isn't anything suitable in the showcase. In this way, Blue Nile can not only address and develop new buyer groups, but also receive direct feedback on the range of products, pricing and quality.

But Nordstrom also benefits from it. Because it can expand its range in a targeted manner without having to expand its range itself. This also means that more customers can be lured into the store than before. And so completely new sub-tenants can also be found. Up to now, only dealers who were at home in stationary retail were considered as shop-in-shop tenants. Now e-commerce providers are also being targeted in order to open their showroom in the department store. This trend is sure to intensify. And there are already specialized intermediaries for pop-up shops and showroom areas in shops who can help match buyers and suppliers.

Found in TimesBusiness